Retail Adult Incontinence in Ukraine

PRE-COVID-19 PERFORMANCE

Increasing consumer awareness and availability increases sales in 2019

Retail adult incontinence gained visibility in retail outlets in 2019, mainly within chained health and beauty specialist retailers and, to some extent, e-commerce. Apart from the growing number of distribution points, an increasing number of brands operating within different price segments became available towards the end of the review period.

A notable consumer switch from sanitary protection to retail adult incontinence

Many elderly Ukrainians with incontinence issues were previously in the habit of using sanitary protection products as a means of dealing with this problem. However, as awareness of retail adult incontinence grows and some of the previous stigmas around incontinence begin to disappear, more consumers are turning to retail adult incontinence os an effective and convenient solution.

Strong share movements among the leaders

Seni by Bella-Trade remained the leading brand in retail adult incontinence in 2019, despite losing significant value share. The range is well-known throughout the country, successfully operating within both light and moderate/heavy adult incontinence.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 13% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 19% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Both light and moderate/heavy adult incontinence are expected to continue to record strong volume growth in 2020, albeit at slightly lower levels than those witnessed in 2019 for the reasons detailed previously. Moderate/heavy adult incontinence will likely remain by far the largest category in both constant 2019 value and volume terms in 2020.

Recovery and opportunities

Retail adult incontinence is anticipated to continue to record strong constant 2019 value growth over the forecast period, although at rates lower than those predicted in the February 2020 edition of our tissue and hygiene report, specifically in 2020 and 2021. Moderate/heavy adult incontinence performed significantly better than light incontinence over the review period as it met the needs of the majority of patients.

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